How AI can actually make an impact for digital advertisers

Whether you love it—or you’re a skeptic—at this point you’re probably familiar with ChatGPT, Bard, Jasper and other AI-enhanced tools. While there are commonalities and differences among solutions, all of them promise at least one thing: exponential time-savings for users.

It’s simple: By automating tasks, tireless scale is finally something your organization can realize. Now that AI has been quickly established as a resource and time-saver in digital advertising, the question is no longer what benefits it can provide, but what the practical application actually looks like.

Due to increased complexity in execution and constant erosion of margin, there’s a unique opportunity for AI-based tools to improve the lives of digital advertisers. In this article, we break down where we’re currently seeing practical application of AI in digital advertising and where these solutions can fit into your organization.

Retain unique differentiators

Today’s digital advertiser has the ability to be on multiple channels simultaneously. Google Search, Pinterest, Facebook … the list goes on. While all of them are essential to digital advertising, the tone of voice, or tonality, differs between platforms, thus creating time barriers for advertisers trying to keep up with every platform. While there are a few commonalities across mediums, like headlines, how you’re engaging with the user base varies. This is where AI is providing value to digital advertisers.

By leveraging AI, advertisers can quickly and effortlessly generate different variations and flavors for their longer-tail settings that used to be elusive without the heavy lift. By saving on keystrokes—not creativity—users can prompt AI-enhanced solutions to generate inspiration and variation that they can expand upon. Of course it doesn’t negate the need to check for any arguable language or compliance, but the level of efficiency you gain at the click of a button leaves room to further optimize your overall advertising strategy.

Automation and traditional client relations

Regardless of how advanced AI is in digital advertising today, there’s still no replacement for long-form content. That said, AI is incredibly useful for helping creative teams with the last mile of ad copy creative, such as factoring in considerations like negative keywords and character count limitations so you can automatically reduce the variability you have to sort through.

In today’s rapidly changing business landscape, many advertisers are expected to fulfill both traditional and technical responsibilities as well as client relations. This is an incredibly tall ask for just one person. This is the exact reason why we view automation as a valuable asset and even an assistant to the modern advertiser, simply because automation can fill any gaps and play a role where you need it.

The importance of human supervision

Part of practical application is the argument of unattended versus attended AI. A lot of today’s societal fear and industry concerns is the thought of unattended AI, and for good reason. No one wants AI running amok. While we believe in the importance of governance rules, the standards for the advertising industry can be complex since there’s variance across brands, states and even organizations.

This is why keeping a person in the middle to review generative language and ensure that compliance and brand safety are in check is imperative. By combining automation with human power, you don’t need to rely on human beings alone to do that compliance check, which can lead to errors.

Constant oversight over your margins

Digital advertising is the perpetual money furnace, meaning you have to watch your investment at all times. But if you’re relying solely on humans to manage ad placements highlighting current sales or promotions, an overworked employee managing an unreasonable number of accounts could easily miss a handful of these.

This will not only cost your business goodwill, it can also put you in a position where you need to issue credits, ultimately costing your business hundreds of thousands of dollars. Companies that choose to automate this part of the business can reduce these risks so they’re not issuing credits on outdated ad copy.

Ready to harness the power of AI in digital advertising?

Now that you have a clearer understanding of the real-life benefits of AI in digital advertising, combined with human power, the last piece of the puzzle is finding a platform that can help your business succeed and keep up with the rising demands of the industry. You’ll want a platform that bolsters the work of your existing team members so they can automate the less fulfilling tasks and focus on the strategic, high-value tasks that protect and improve your bottom line.

If you’re ready to learn more about Fluency and how it can form the backbone of your ad agency’s present and future success, we'd love to walk you through it today.